The Czech bedding manufacturer Lejaan launches a TV campaign and looks for a way to reach forty-somethings.
After four years, the Liberec bedding brand Lejaan is launching new marketing activities, the most visible of which will be a TV campaign. In February, it also expanded its e-shop to Germany and opened its first brick-and-mortar store in Prague.
The TV campaign includes sponsorship messages that have been running since mid-March on CT1, Nova Cinema and selected Prima channels. The aim of the spots is to present the process of making bed linen in an artistic way. Lejaan is also behind the construction of the fabrics themselves, not just buying them from external suppliers. Lejaan's creative team constructs the fabrics from the selection of the material, through the determination of its weight and density and the weaving method, to the selection of a specific colour. The linen is then sewn from these bespoke materials in Czech workshops.
The idea of the campaign will also be reflected in the communication in print, on social media and in collaborations with influencers.
"The main way of activating potential customers for us at the moment is building brand awareness and explaining our brand story. That's why we are now entering a new level of communication through TV, which will help us reach the 40+ age group," explains Lejaan CEO Petr Novák. "We are very good at capturing younger customers through social media and completing purchases in our established e-shop. However, through pop-up events, we have found that more traditional customers appreciate the opportunity to see the product live and buy in person, which is why we have just opened our first brick-and-mortar showroom," adds Novák.
The Lejaan store was established in Prague's Nusle district and offers a full range of the brand's products to try.
"Lejaan has been preparing behind the scenes for quite a long time before entering the market in 2020, and one of the reasons was the high emphasis on all the visuals. The sophisticated brand identity was created in cooperation with studio Košátko, the typical top views of the collections were designed by creative director Jana Hučíková and photographed by studio Flusser. 3D animation was recently supplied by Brno-based studio Mangoshake and the visuals for the current TV campaign were created by director Tomáš Fiala. There are more concrete options in the pipeline, and having the right team around us is absolutely crucial," says Petr Novák.
Since February this year, customers in Germany can also order the Lejaan brand. The Liberec company has launched its own e-shop and first marketing activities there. "We tested the competition all over Europe and realised that we have a superior quality and brand not only for the Czech audience, but also for the Western audience, which is a bit more demanding in terms of others. In a few months, we will see how we stand up to the competition from the big players," concludes Novák.
Lejaan wants to reach a turnover of over CZK 100 million this year
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Source: mediaguru.cz
